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Post-purchase Behavior

Post-purchase Behavior. Post-purchase dissonance. Purchase. Nonuse. Usage. Product disposal. Complaint Behavior. Evaluation. Satisfaction. Committed Customers. Repeat Purchases. Increased Use. Brand Switching. Discontinued Use. POSTPURCHASE DISSONANCE.

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Post-purchase Behavior

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  1. Post-purchase Behavior Post-purchase dissonance Purchase Nonuse Usage Product disposal Complaint Behavior Evaluation Satisfaction Committed Customers Repeat Purchases Increased Use Brand Switching Discontinued Use

  2. POSTPURCHASE DISSONANCE • Is a feeling of doubt or anxiety that related to previous purchase • Experienced by some, not all, consumers • Is a function of: • The degree of commitment or irrevocability of the decision • The importance of the decision to the consumer • The difficulty of choosing among alternatives • The individual’s tendency to experience anxiety (high neurotism)

  3. To overcome post-purchase dissonance • Rationalization: • Increase the desirability of the brand purchased • Decreased the desirability of rejected alternatives • Decrease the importance of the purchase decision • Reverse the purchase decision (return the product before use) • Seek more information or support Producers need to support the consumers to reduce dissonance by promoting that their decision is smart

  4. PRODUCT USE • How consumers use their products • As prescribed by producers? • Are there use innovativeness? For example: Bubuk kopi dipakai sebagai penghilang bau, garam sebagai pupuk, oli sebagai anti rayap • New use can expand existing market

  5. Product Nonuse • Occurs when a consumers actively acquires a product that is not used at all or used only sparingly relative to its potential use. • Why? • At the restaurant?

  6. DISPOSITION Store Use for original purpose Retain Use for a new purpose Package Recycle Throw away as garbage Product Get rid of it Trade in Sell Give away Loan

  7. Product Disposition and Marketing Strategy • There are four major ways in which disposition decision can affect a firm’s marketing strategy. • Disposition sometimes must occurs before acquisition of a replacement because of physical space or financial limitation. • Frequent decisions by consumers to sell, trade, or give away used products may reduce market for new ones • Society, tend to be boring with existing products? • Environmentally consideration

  8. Satisfaction • What is satisfaction? • Determinant of satisfaction: • Instrumental performance • Symbolic performance • Affective performance

  9. Consequences of Satisfaction Satisfaction Trust Loyalty Commitment RELATIONSHIP

  10. DISSATISFACTION Dissatisfaction Take action Take no action Less favorable attitude Complain to store or manufacturer Stop buying that brand or at at that store Warns friend Complain to private or government agencies Initiate legal action

  11. Relationship Marketing Relationship marketing impacts consumers decisions and their consumption saticfaction. Firms establish relationship marketing programs (loyalty programs) to foster usage loyalty and a commitment to their products and services Relationship marketing is all about building trust (between the firm and its customers), and keeping promises made to consumers. The emphasis in relationship marketing is almost always on developing long term bonds with customers by making them feel special and by providing them with personalized services

  12. Relationship: Market Based Asset Dampak Market-Based Assets terhadap Shareholder Value • Market-Based Asset • Customer Relationship: • Brands • Installed based • Channel Relationship: • Channel • Network • Co-branding • Market Performance • Faster market • Penetration • Faster trial • Faster referral • Faster adoption • Price premium Share premium • Loyalty/retention • Sales/service cost • Shareholder Value • Accelerating cash flow • Enhance cash flow • Reduce volatility • Reduce vulnerability • Enhance residual value of cash flow

  13. EXERCISE 1. DISCUSS THE BRAND(S) THE CONSUMER WILL CHOICE WHEN USING LEXICOGRAPHIC, COMPENSATORY, AND CONJUCTIVE DECISION RULE 2. FOR THE BRAND(S) THAT IS(ARE) NOT SELECTED, SUGGEST THE WAY TO CHANGE CONSUMER ATTITUDE

  14. Exercises What kinds of marketing and sociocultural inputs would influence the purchase of (a) a TV with a built-in VCR, (b) a concentrated liquid laundry detergent, and (c) fat free ice cream ? , Explain your answers

  15. Evaluation of Alternatives • Five terminal position that do not end in purchase would appear to have perceptual problems. 1. Brands may be unknown because of the consumer’s selective exposure to advertising media and selective selection of advertising stimuli 2. Brands may be unacceptable because of poor qualities or attribute or inappropriate positioning in either advertising or product charateristics 3. Brands may be perceived as not having any special benefits and are regarded indifferently by the consumer 4. Brands may be overlooked because they have not been clearly positioned or sharply targeted at the consumer market segment under study 5. Brands may not be selected because they are perceived by consumers as unable to satisfy perceived needs as fully as the brand that is chosen

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